This duality was the main focus of our conference as it rises very important questions still unanswered that Implementing such a marketing philosophy. Processes, human and even financial resources, leaving it difficult for companies to being capable of Need to be fulfilled, demands for a different, more “surgical” approach, even in more operational marketingĪlthough the latter is gaining supporters, the operational support is much more demanding in terms of ![]() In consumer-centric marketing, seeing consumers as unique human beings, whose specific needs and desires Marketing tasks are directed to an “anonymous” mass, although a targeted one. In target-centric marketing, approaching consumers as a “market” means that companies need to look forĬharacteristics that group consumers and try to know them very well, as a group. ![]() These two approaches have significant (and different) impacts on marketing practices and marketing This may be called consumer-centric marketing. Each consumer should feel that the marketing action targeted to reach him/her was designed The assumption that “consumers are not alike” takes a stepįurther and consumers are seen as human beings with very specific needs and desires, almost unique or “personalization”, “relationship marketing”, and “co-creation” among others have gained considerableĪttention from researchers and practitioners. More recently there has been a growing concern with the consumer as an individual. We may call this type of marketing, target-centric marketing. Represent for a respective good) in homogeneous segments so that marketing actions can be better targetedĪnd obtain more effective results. They haveĭifferent characteristics and lifestyles, which calls for the need to group them (and the market they Segmentation, one of the most important marketing processes, is that consumers are not all alike. Groups of consumers have been the main focus of marketing activity. ISAG - Instituto Superior de Administração e GestãoĬonsumer-centric marketing or target-centric marketing Universidade do Porto (Faculdade de Economia) University of Miskolc, Faculty of Economics Universidade Federal de Juiz de Fora/UFJF/Brasilįaculdade de Economia da Universidade de Coimbra S.S.Dempo College of Commerce and Economics ![]() Hochschule für Internationales Management Heidelberg School of Fashion, Ryerson University, Canada The contents of the papers are the sole responsibility of their respective authors Title: Back to Basics: consumer-centric marketing or target-centric marketing International Conference on Marketing & Consumer Behaviour – 2013īack to Basics: consumer-centric marketing or target-centric marketing Back to Basics: consumer-centric marketing or target
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